Selling Brand India to the world

Indian fashion designer Ashish Soni is gearing up to promote 'Incredible India' in his first outing at the New York Fashion Week (NYFW) next month.

Soni, the first Indian designer to get an invitation from NYFW that begins on Sep 9, will be the cultural ambassador of Brand India and promote the country's textiles through a specially designed collection on Sep 11.

"It's really an honour to represent your country in a world famous show. Due to my association with the 'Incredible India' brand, there is no need for my formal introduction," Soni said.

Soni is currently designing a number of products like yoga kits, mats, towels and T-shirts with the logo of Incredible India - the tourism ministry's advertising campaign to sell brand India to tourists around the world.

A crew of 25 will sport the products all through the fashion week and they will be retailed later as souvenirs at tourist destinations in India.

"We are developing 500 yoga kits that include a mat, towel and some other ancillary costumes associated with yoga. The show will also see some simplified kurtis, wraps and modified salwars," he said.

Thrilled at the prospect of his maiden show at NYFW, Soni's joy knows no bound. Coupled with it is the timing of the show that gives him a lot to be happy about.

"NYFW will be held at the same time as the annual Bill Clinton Foundation charity dinner. Think about the amount of attention my show will receive," Soni said.

To make his presence felt, he has hired Bismarck Phillips Communications of the US, which manages clients like Louis Vuitton and Hugo Boss. The Chatwals, Sant and Vikram, are handling Soni's after-show party at their Dream Hotel in New York.

Since Soni is the first Indian to be invited to NYFW, there is no shortage of sponsors -- the tourism ministry and textile ministry are backing him.

Tourism Minister Renuka Chowdhury said since India was a tourist-favourite destination, the country needs to explore new avenues to be in the limelight.

"The time has come when we should start promoting Indian products along with destinations. Since fashion has a huge international market, our designers should get the exposure and promote Incredible India," Chowdhury said.

"We have a good presence in Europe but not in the US. And Soni's participation in NYFW will open up a whole new chapter for India. It’s time to market Indian fashion and textiles to a global audience."